A new advertising forecast sees spending on television in the next two years rising, according to MediaDailyNews. The forecast by Brian Wieser, senior research analyst at Pivotal Research Group, says national TV advertising — excluding the Olympics — will grow 2.4% next year and 2.2% in 2017.
The figures are down from earlier estimates by Wieser, which pegged growth at more than 3%. The slower growth is attributed to the continuing shift from traditional TV to digital media.
“Wieser adds that local TV advertising — sans political advertising — will generally be flat in the coming years,” the report notes. “He sees national TV cable networks growing 2.3% (to $26.0 billion) and 2.1% (26.5 million) in 2016 and 2017, respectively, with national English-language broadcast networks climbing 2.4% ($14.7 billion) and 2.2% ($14.8 billion) for those years.”
Faster growth is seen in Spanish-language broadcast, which is pegged at 4.0% growth (to $1.49 billion) in 2016 and 3.7% ($1.55 billion) in 2017.
“National syndication and digital premium long-form programming will climb 2.4% to $2.66 billion in 2016 and 2.2% to $2.73 billion in 2017,” the report adds.